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Upcoming ACS Webinarswww.acs.org/acswebinars
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www.acs.org/acswebinarsSlides available now! Recordings are an exclusive ACS member benefit.
How to Create Sustainable Product Design that SatisfiesProduction Demand and Eco-Awareness
This ACS Webinar is co-produced by the ACS Green Chemistry Institute
Joe FortunakProfessor of Chemistry,
Howard UniversityEric BeckmanEntrepreneur and Bevier Professor of
Engineering, University of Pittsburgh
We buy products and services; they all have impacts, they are all primed for improvement with respect to environmental footprint.
We are all consumers!
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Product design (core to mechanical engineering).
Life cycle impact analysis (core to civil & environmental engineering).
Project management (core to business schools, industrial engineering).
Etc.
If you’re at a US university in the chemical sciences (chem. & chem. Eng.), it’s very hard to incorporate
sustainable product design into your program
Hence, a whirlwind trip through sustainable chemical product design: merging cutting edge product design paradigms with use of sustainability metrics
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Doing Jobs
Relieving Pains
Creating Gains
Products & Services
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Jobs: Functional, social, emotional
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Modern Approach to Product Design: Design Thinking
“a human centered innovation process that emphasizes observation, collaboration, fast learning, visualization of ideas, rapid concept prototyping, and concurrent business analysis”
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The process appears linear at first glance
Design Thinking: Customer Focus
The modern approach to product and/or service design
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Learn about users through testing
Tests reveal insights that redefine the problem
Learn from prototypes to spark new ideas
Empathize to help define the problem
Tests lead to new ideas
A Nonlinear Process
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Empathize & Define: understanding the gap in the market that is opportunity
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Adaptation to Molecular Products Not Straightforward
Molecular MakerSpace? Process issues? Regulatory issues?
Rapid prototyping far easier to accomplish for widgets and software
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A Hybrid Process
Still relies heavily on customer interaction
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Desired customer outcomes?
Ethnography (craft the hypothesis)
Voice-of-the-customer (try to confirm the hypothesis)
Further Confirmation: Getting prototypes into customers’ hands.
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The key to ethnography = observation (initially) without hypothesis…..the hypothesis comes as a result of the interaction.
Uncovering the Hidden Obvious
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Uncovering desired outcomes: use of ethnography
Observing customers interacting with products; gaining insight not found from focus groups alone.
“If I had asked my customers,they would have wanted faster horses”
Henry Ford (well, not really…)
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Ethnography and product design
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Ethnography and product design
When asked about motors, sportsmen said that color and style were unimportant, but ethnographers noticed that they tended to coordinate their motors with their boats….and even their trucks.
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Ethnography and product design
Further, observation suggested that the back pain suffered by fishermen was due to poor ergonomics of the foot pedal
• Customers will say one thing, but do another
• Customers may not be aware of how they are altering their behavior to accommodate designs presented to them.
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Say/Do Gap: Researchers have found that consumers were not reliable predictors of their own purchase behavior for any of the types of goods studied. Even focus groups have a high error rate and routinely fail to perform satisfactorily.
Cognitive Bias: stuff that leads you down the wrong path
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What people say, what they do, and what they say they do are entirely different things
Attributed to Margaret Mead
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Audience Challenge QuestionANSWER THE QUESTION ON BLUE SCREEN IN ONE MOMENT
• About $100,000
• About $500,000
• About $ 1 million
• About $ 2.5 million
• About $ 4 million
An classic example of “Say/Do Gap” is New Coke…how much did they spend in 1985 on consumer interviews?
The Say/Do Gap, if misread, can have catastrophic consequences
New Coke (April 23, 1985) $4 million and 200,000
consumer interviews In focus groups,
consumers clearly preferred sweeter “new Coke”
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The Say/Do Gap, if misread, can have catastrophic consequences
New Coke (April 23, 1985) $4 million and 200,000
consumer interviews In focus groups,
consumers clearly preferred sweeter “new Coke”
In reality, consumers felt “a bond” with old Coke; classic Coke introduced 79 days later.
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Design Firm Sundberg-Ferar asked residents of a senior living community if they had problems with their walkers. “We asked them for an hour: Is there anything you could do differently with this walker?” he said. “But, no, everyone loved the product.”
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Design Firm Sundberg-Ferar asked residents of a senior living community if they had problems with their walkers. “We asked them for an hour: Is there anything you could do differently with this walker?” he said. “But, no, everyone loved the product.”
As the group left the room and returned to the walkers, company researchers quickly noted how the customers had been working to improve the product, essentially unbeknownst to themselves. “One woman has a bicycle basket tied with shoe laces to the front of the walker to carry stuff”; “Another guy had taken duct tape and fashioned a cradle for his phone”.
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“For 18 additional cents, we added a place for their telephone, bottle of aspirin, their magazine, all those things they can’t carry,” -- “And now this product has a compelling competitive advantage over other walkers.”
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Ethnography leads to a hypothesis
Customer interviews
Customer surveys
Rapid prototyping and customer trials
If we understand desired customer outcomes, we can then propose novel concepts to address them.
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Concept vs. Design?
Concept is a broader grouping, contains multiple possible manifestations of actual designs, all of which satisfy the key desired customer outcome(s).
Design is specific - incorporates features (which lead to specifications) + molecular structures, specific materials, costing
Ideation to create novel concepts
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Customer desired
outcome is no
bacteria on
surfaces
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We could
sell them a
spray…..
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Customer desired outcome is
no bacteria on surfaces
We could sell them a “greener” spray
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Sharklet Technologies (Aurora, CO) patterned surface
Shark skin: Very low surface frictional drag;B. Dean & B. Bhushan, Phil. Trans. Roy. Soc. A (2010); 368, 4775-4806
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Numerous Surface Concepts
Polymers 2012, 4
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3. Antimicrobial Surfaces via Attachment of Antimicrobial Polymers
Biofilms on materials are extremely hard to remove and show great resistance to all kinds of
biocides. Thus, the prevention of biofilm formation by antimicrobial surfaces is the best way to avoid
spreading of diseases and material deterioration. In order to do this, the material must avoid the
primary adhesion of living planktonic microbial cells from the surroundings. In general, this can be
achieved by either repelling or killing the approaching cells (see Figure 6). Repelling microbes was
realized with hydrogel coatings mostly based on PEG or similar hydrogel forming polymers, by highly
negatively charged polymers or ultrahydrophobic modifications. The killing of microbes can be
achieved by either releasing a biocide from a matrix, which is either previously embedded or actively
formed for instance by formation of ROS by photocatalytic TiO2. Alternatively, surfaces can be
rendered contact-active antimicrobial upon tethering antimicrobial polymers. In the following, only
surfaces with attached antimicrobial polymers and multiple working mechanisms will be discussed.
Further biocide release systems in general and microbe repelling surfaces are extensively discussed in
recent reviews [14,15,21–24].
Figure 6. General principles of antimicrobial surfaces.
3.1. Techniques towards Surface Atta ched Polymers
Numerous techniques are known to attach polymers to surfaces, including chemical grafting
techniques [69,70], layer-by-layer deposition [71,72] and plasma polymerization [73]. At first,
antimicrobial polymers were covalently attached via elaborate techniques. For example, poly-4-vinyl-
N-hexylpyridinium was surface-grafted by subsequent modification of a glass slide with an
aminosilane and acryloyl chloride. Then the acrylated slide was copolymerized with 4-vinylpyridine,
and the product was finally alkylated with hexylbromide [16]. This elaborate procedure required many
chemical steps and the use of organic solvents. The side-on attachment of hexylated P4VP to
aminoglass was effected by simultaneously reacting the polymer with 1,4-dibromobutane and
hexylbromide in the presence of aminoglass [16]. Polyethylenimine (PEI) was also surface-attached to
aminoglass via 1,4-dibromobutane, subsequent methylation and alkylation with long chain alkyl
halides [74]. Alternatively, the grafting-from method could be used for attaching cationic polyacrylates
Siedenbiedel & Teller, Polymers (2012)
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Concepts can be chemical or “non-chemical”
Xenex’s“Violet” robot in an OR.
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Example: Desired customer outcome = “no bacteria on
surfaces”
Concept 1: = “anti-bacterial spray”
Design 1A = spray of triclosan + ethanol
Design 1B = spray of lactic acid/water
Concept 2: “Anti-bacterial surface”
Design 2A = ammonium chloride-functional acrylic coating
Design 2B = Coating impregnated with silver nanoparticles
Design 2C = shark scale mimic (Sharklet, Aurora, CO)
Concept 3: “Radiation”
Design 3A = UV emitting robot
Concept versus Design
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Design 1
Concept 1
Concepts & Designs
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Design 1
Design 2
Design 3
Concept 1
Concepts & Designs
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Design 1
Design 2
Design 3
Concept 1 Concept 2 Concept 3
Concepts & Designs
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Design 1
Design 2
Design 3
Design 1
Design 2
Design 3
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Design 1
Design 2
Design 3
Concept 1 Concept 2 Concept 3
Concepts & Designs
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Design 1
Design 2
Design 3
Design 1
Design 2
Design 3
Desired customer outcomes
Projection Bias: tendency to over-estimate the extent to which their future experience will resemble their current experience [hence the famous line from DEC Computer CEO Ken Olsen, “there’s no reason for any individual to have a computer in his home”].
Egocentric Empathy Gap: Decision-makers overestimate the similarity between what they value and what others value.
Cognitive Bias: stuff that leads you down the wrong path
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Needs versus Solutions
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Needs versus Solutions
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Needs versus Solutions
“no-mow” grass
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Needs versus Solutions
We sell mowers I want a nice looking yard
“no-mow” grass
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Using goats to clear brush from “difficult” lots
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Adding Sustainability?
Sustainability, environmental performance as a design constraint (as a specification)?
The environment as a “customer”?
Using sustainability as a desired customer outcome during concept ideation?
Use environmental problems inherent to competitive products as a means for finding opportunity?
Not all customers desire sustainability in their products, but no customer desires hazard
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A Variety of Green Opportunities
Walmart To Ban Toxic Chemicals From
Some Products
By ANNE D'INNOCENZIO 09/12/13 04:30 PM ET EDT
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Life Cycle Impact Analysis
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Life Cycle Impact Analysis: Inventory
Raw Material
Production
Raw Material
Energy Water
Emissions
Product
Energy Water
Energy Water
Emissions59
LCIA: Cradle to Grave
Use
Production
Disposal
Raw Materials
Farm, mine, etc.
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TRACI: Tool for the Reduction and Assessment of Chemical and other Environmental Impacts
Ozone depletion
Global warming
Smog formation
Acidification
Eutrophication
Human health-cancer
Human health non-cancer
Human health criteria pollutants
Eco-toxicity
Fossil fuel depletion
Land use
Water use
See Jane Bare, et al., J. Industr. Ecol. 2003, 6, 49
61
And sometimes, not so much
Traditional vs. “green” glass cleaner: the assumption is that the active ingredient will be the focus
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Fortunately, we decided to include the use of a paper towel in the life cycle analysis
GW
H+
Carc
NonCarc
RespEut
O3
Ecotox
Smog
Paper
towel
Bottle
Cleaner
63
63
Normalized Impacts of polycarbonate components
0.00
20.00
40.00
60.00
80.00
100.00
Global
War
min
g
Acidific
ation
Car
cino
genic
s
Non
car
cinog
enics
Res
pira
tory
effe
cts
Eut
roph
icatio
n
Ozo
ne d
eple
tion
Eco
toxicity
Sm
og
Others
Propylene
Chlorine
Phenol
Interfacial Process
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OK, so we understand our customers desired outcomes, and we also understand where the environmental bottlenecks lie for competing products and concepts…then what?
65
Eliminate the features that aren’t directly related
to desired customer outcomes and also degrade
environmental footprint
Steps in a synthesis and/or reagents
Middlemen
Parts, subsystems
Whole products (including via product to service)
Replacements (versus multi-use)
A key is to keep the desired customer outcome firmly in mind while trying to picture multiple concepts that deliver the outcomes desired – very difficult!
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The desired outcome is“coffee without caffeine”
Coffee decaffeination using
methylene chloride
67
The desired outcome is“coffee without caffeine”
Coffee decaffeination using
methylene chlorideCoffee decaffeination using
CO2 (not a “solvent” by FDA)
68
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The desired outcome is“coffee without caffeine”
Coffee beans without caffeine 69
The traditional touchscreen: desired outcome is interaction
70
70
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Or, any surface can be a touchscreen
71
Bio-based Ethanol
Corn as
feedstock
72
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Bio-based Ethanol
Switchgrass
or waste
cellulose
73
73
Employ Cyanobacteria to Generate Ethanol
Bacteria employ
CO2 & sunlight as
feedstocks;
Joule Unlimited
(Bedford, MA) is in
process of plant
scale-up.
74
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Audience Challenge QuestionANSWER THE QUESTION ON BLUE SCREEN IN ONE MOMENT
• About 1 million tons
• About 10 million tons
• About 25 million tons
• About 75 million tons
• About 100 million tons
About how much packaging waste was reported by the EPA in 2011?
Packaging: Desired Outcome = “Protection until Use”
250 tons of MSW;
packaging = 75
million tons
U.S. EPA: Municipal Solid Waste Generation, Recycling, and
Disposal in the United States: Facts and Figures for 201176
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Willy Wonka: The “everything is edible” room
The desired customer outcome is containment + protection
77
Coca-Cola Bottles: The Desired Outcome is Containment +
Protection
The Coke Ice Bottle
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Variations on the Theme
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Human-centered design; desired customer outcomes set the system boundaries
Life cycle impact analysis reveals flaws in competitive products, and hence helps to ID opportunity
Brainstorming to lead to new concepts, not just new designs from well-worn concepts.
Check your work; LCIA to verify improved e-footprint
To summarize this very fast introduction
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Look for folks struggling with existing “solutions”
Innovation is always possible
81
82
www.acs.org/acswebinarsSlides available now! Recordings are an exclusive ACS member benefit.
How to Create Sustainable Product Design that SatisfiesProduction Demand and Eco-Awareness
This ACS Webinar is co-produced by the ACS Green Chemistry Institute
Joe FortunakProfessor of Chemistry,
Howard UniversityEric BeckmanEntrepreneur and Bevier Professor of
Engineering, University of Pittsburgh
11/1/2017
42
www.gcande.org
http://bit.ly/GCIawards
Joseph Breen Memorial Fellowship
($2,000) – Due February 16, 2018
Sponsors international and domestic students (undergraduate and
above) based on estimated travel expenses, up to $2,000, for a green
chemistry technical meeting, conference or training program (students
are encouraged to consider the GC&E Conference).
Kenneth G. Hancock Memorial Award
($1,000 cash and $1,000 travel stipend) – Due February 16, 2018
Sponsors international and domestic students (undergraduate and
graduate), up to $2,000, for the GC&E Conference.
Student Research & Travel Awards
11/1/2017
43
Upcoming ACS Webinarswww.acs.org/acswebinars
85
Thursday, November 9, 2017
Chemistry and the Economy: 2018 OutlookPaul Hodges, Chairman, International eChem
Bill Carroll, Founder of Carroll Applied Sciences and Adjunct Professor of Chemistry, Indiana University
Contact ACS Webinars ® at [email protected]
Thursday, November 16, 2017
Fighting Sickle Cell Disease with Gene Correction TechnologyMark DeWitt, Project Scientist, Innovative Genomics Institute, UC Berkeley
86
www.acs.org/acswebinarsSlides available now! Recordings are an exclusive ACS member benefit.
How to Create Sustainable Product Design that SatisfiesProduction Demand and Eco-Awareness
This ACS Webinar is co-produced by the ACS Green Chemistry Institute
Joe FortunakProfessor of Chemistry,
Howard UniversityEric BeckmanEntrepreneur and Bevier Professor of
Engineering, University of Pittsburgh
11/1/2017
44
Register Now!
87
http://bit.ly/ACSentrepSummit
88
“Thank you for proposing
this very informative and interesting webinar about Nanoparticles synthesis. The combination with green chemistry and concrete applications has given me new perspectives and knowledge in this growing area of interest!”
Be a featured fan on an upcoming webinar! Write to us @ [email protected]
How has ACS Webinars benefited you?
®
http://bit.ly/GreenNano
Dr. Zahra Abada, AMRSCPostdoctoral Research FellowSchool of Chemistry, Nottingham University, UK
11/1/2017
45
89
youtube.com/acswebinars
Search for “acswebinars” and connect!
90
Benefits of ACS Membership
http://bit.ly/benefitsACS
Chemical & Engineering News (C&EN) The preeminent weekly news source.
NEW! Free Access to ACS Presentations on Demand® ACS Member only access to over 1,000 presentation recordings from recent ACS meetings and select events.
NEW! ACS Career Navigator Your source for leadership development, professional education, career services, and much more.
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ACS Webinars does not endorse any products or services. The views expressed in this presentation are those of the presenter and do not necessarily reflect the views or policies of the American Chemical Society.
®
Contact ACS Webinars ® at [email protected]
Upcoming ACS Webinarswww.acs.org/acswebinars
92
Thursday, November 9, 2017
Chemistry and the Economy: 2018 OutlookPaul Hodges, Chairman, International eChem
Bill Carroll, Founder of Carroll Applied Sciences and Adjunct Professor of Chemistry, Indiana University
Contact ACS Webinars ® at [email protected]
Thursday, November 16, 2017
Fighting Sickle Cell Disease with Gene Correction TechnologyMark DeWitt, Project Scientist, Innovative Genomics Institute, UC Berkeley
